Final Customer Buying from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

A. Needs for comfort and status

1. Comfort through the five senses


No. SIC Year Note
1 2600 2003 P&G unveiled a new training-pants design. It chose to introduce it in Japan, where pant-type diapers command about half the market. Its cloth like exterior was softer and more appealing than that of Pull-Ups.
2 2841 2001 Alberto-Culver has recently unveiled its new Alberto VO5 line with herbal hair products. It also brought out a new Tresemme Hydrology line that sells moisturizing hair products for $3 per 13-ounce bottle (same price as regular 32-ounce Tresemme).
3 3143 1985 At first, only one style of Birkenstocks was available. Now there are more than 125 varieties. .
4 3949 1992 New Puma shoes have a disk with nylon line instead of traditional laces. The frictionless system provides a custom fit from the heel to the instep.
5 3999 2003 Gillette, the razor industry's giant, created the "trade-up" strategy it employs to make daily act of shaving more effective. The company waits for about eight years until it introduces a new shaving system which promises revolutionary advancements in performance.
6 3999 2003 Schick razor company's research concluded that women wanted a product designed specifically for use in the shower or bath. Schick's answer was Intuition, a razor surrounded by a "skin conditioning solid" soap, which lathers and shaves simultaneously.

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